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Vol. V, No. 28
July 10, 1950
NEW TELEVISION SHOW
Last week arrangements were completed whereby
JWT will produce a television program for Lux
and Lux Toilet Soap on CBS-TV each Monday evening at 8:00 p.m., beginning October 2. The aim
of this new half-hour show is to bring to the TV
audience the best possible dramatic entertainment that can be provided through television,
just as Lux Radio Theatre has provided outstanding dramatic entertainment ln the radio
medium. The program will not be a TV reproduction of Lux Radio Theatre, but will take
full advantage of the special characteristics
of television in telling a dramatic story.
FORD MOTOR CO. (Det. & NT) New Double Duty Station Wagon Makes Debut.
This month Ford announces via 14 national magazines and dealer newspaper insertions a new kind of station wagon. Four-color pages are
headlined, "Announcing the 'Double Duty' Dandy of Them All." Named
the "Country Squire" (out of over 1000 names submitted by JWT), this
new vehicle is unique with the first completely flat loading area
(see illustration - detail from announcement advertisement). The
trick is ln a "Stowaway" rear seat that folds flat to become a part
of the floor. It can be converted from a comfortable 8 passenger car into an all around work horse in less than 3 minutes. With this model, Ford, the pioneer in station wagons,
moves even farther out front in its class.
feci of fl* d.tk.
ANTHRACITE INSTITUTE (NT) Announces New Mill ion-Dollar Campaign.
Tomorrow Representatives from JWT will attend a press conference held by the Anthracite Institute at which time a new million-dollar advertising program will be
announced. The campaign is to be almost equally divided between newspapers and
television spots and will stress the advantages of hard coal and various types of
new automatic equipment used to burn hard coal. The objective of the campaign is
not only to influence the consumer but to build the morale both of the coal dealer and of the industry.
RCA VICTOR (NT) Campaign Breaks On RCA's New Television Line.
Dealer advertisements appearing in last week's newspapers announced July 16 as
"MP" Day — the day when the new fall RCA Victor television line will be presented to the public — the day on which the new RCA prices, which represent considerable cuts and are very competitive, will be announced.
On that day distributors will run double page spreads showing the new line. These
were prepared by JWT as a part of the RCA Dealer Co-operative Fund advertising. In
the meantime, a contest was conducted among dealers and prizes awarded to those who
could tell what was the meaning of the letters, "MP-ATN,"
featured in early advertising and promotion. The first
magazine advertisement on the new RCA television line, appearing in the special August issue of House Beautiful (out July
15), gives the answer. "MP" is "Million Proof." Headline
of the advertisement says, "The 17 new RCA Victor television
sets are Mill ion Proof...proven in over a million homes."
(ATN means "Ask Tour Neighbor").
The first magazine advertisement will be followed by every-
other-week insertions in Life. SatEvePost and Collier's.
The newspaper campaign, appearing in Sunday supplements,
will start in late August and will appear every week
through December 15 in the "This Week" group. It is the
most extensive advertising and promotion program in RCA
history.
%i7rwftXyjLWRibk^seit
3iZ MILLION PROOF

Vol. V, No. 28
July 10, 1950
NEW TELEVISION SHOW
Last week arrangements were completed whereby
JWT will produce a television program for Lux
and Lux Toilet Soap on CBS-TV each Monday evening at 8:00 p.m., beginning October 2. The aim
of this new half-hour show is to bring to the TV
audience the best possible dramatic entertainment that can be provided through television,
just as Lux Radio Theatre has provided outstanding dramatic entertainment ln the radio
medium. The program will not be a TV reproduction of Lux Radio Theatre, but will take
full advantage of the special characteristics
of television in telling a dramatic story.
FORD MOTOR CO. (Det. & NT) New Double Duty Station Wagon Makes Debut.
This month Ford announces via 14 national magazines and dealer newspaper insertions a new kind of station wagon. Four-color pages are
headlined, "Announcing the 'Double Duty' Dandy of Them All." Named
the "Country Squire" (out of over 1000 names submitted by JWT), this
new vehicle is unique with the first completely flat loading area
(see illustration - detail from announcement advertisement). The
trick is ln a "Stowaway" rear seat that folds flat to become a part
of the floor. It can be converted from a comfortable 8 passenger car into an all around work horse in less than 3 minutes. With this model, Ford, the pioneer in station wagons,
moves even farther out front in its class.
feci of fl* d.tk.
ANTHRACITE INSTITUTE (NT) Announces New Mill ion-Dollar Campaign.
Tomorrow Representatives from JWT will attend a press conference held by the Anthracite Institute at which time a new million-dollar advertising program will be
announced. The campaign is to be almost equally divided between newspapers and
television spots and will stress the advantages of hard coal and various types of
new automatic equipment used to burn hard coal. The objective of the campaign is
not only to influence the consumer but to build the morale both of the coal dealer and of the industry.
RCA VICTOR (NT) Campaign Breaks On RCA's New Television Line.
Dealer advertisements appearing in last week's newspapers announced July 16 as
"MP" Day — the day when the new fall RCA Victor television line will be presented to the public — the day on which the new RCA prices, which represent considerable cuts and are very competitive, will be announced.
On that day distributors will run double page spreads showing the new line. These
were prepared by JWT as a part of the RCA Dealer Co-operative Fund advertising. In
the meantime, a contest was conducted among dealers and prizes awarded to those who
could tell what was the meaning of the letters, "MP-ATN,"
featured in early advertising and promotion. The first
magazine advertisement on the new RCA television line, appearing in the special August issue of House Beautiful (out July
15), gives the answer. "MP" is "Million Proof." Headline
of the advertisement says, "The 17 new RCA Victor television
sets are Mill ion Proof...proven in over a million homes."
(ATN means "Ask Tour Neighbor").
The first magazine advertisement will be followed by every-
other-week insertions in Life. SatEvePost and Collier's.
The newspaper campaign, appearing in Sunday supplements,
will start in late August and will appear every week
through December 15 in the "This Week" group. It is the
most extensive advertising and promotion program in RCA
history.
%i7rwftXyjLWRibk^seit
3iZ MILLION PROOF